David Cameron is poised to announce the launch of a "whistleblowing" website designed to make it easy for parents and members of the public to lodge complaints about the "sexualisation" of TV programmes, advertising and products that may be inappropriate for children.

The launch, expected on Tuesday, marks the implementation of a proposal from a report published in the summer by Reg Bailey, chief executive of Christian charity Mothers' Union, to crack down on overtly sexual messages in television and advertising.

The website will act as a one-stop online "triage" centre for the public to lodge complaints about content, products, services and advertising – by pointing visitors in the direction of appropriate regulators such as Ofcom and the Advertising Standards Authority (ASA).

The launch will coincide with a summit on Tuesday at Downing Street called by Cameron with between 25 and 30 senior executives from the media and retail industry, including broadcasters, magazine editors, trade bodies and advertisers. Cameron called the meeting in order to hear updates on industry progress toward tighter rules governing content aimed at or regularly viewed by children. Attendees are thought to include senior executives from Vodafone, BT, Primark, the British Retail Consortium, Ofcom, the ASA, Mumsnet and Girlguiding UK.

The agenda will include the use of sexual imagery used in outdoor advertising; the employment of young brand ambassadors to market products and services to children; permissable content in pre-watershed television programming; giving parents more control over limiting access to age-restricted material online; age ratings on music videos, and a retail code to crack down on sexualised slogans on children's clothing.

The Bailey review - commissioned by the government to look into the commercialisation and sexualisation of children, and assisted by Department of Education staff - has already led bodies such as Ofcom, the BPI, which represents the music industry, and the ASA to make pre-emptive moves to toughen policies.

The Advertising Association on Monday launched a code of conduct signed by about 20 of the UK's biggest companies – including Coca-Cola, Unilever and Vodafone.

On Friday the ASA published guidance to advertisers and advertising agencies tightening sexual imagery in outdoor advertising campaigns.

The four-page document outlines a new "two-tiered case-by-case" approach to sexualised images that will limit advertising with sexual content appearing near schools as well as the how raunchy the imagery is. Overtly sexual and suggestive adverts are likely to be banned.

• This article was amended on 11 October 2011 to clarify the status of the Bailey report as commissioned by the government and assisted by Department of Education staff.

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